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Reaching for rigor and relevance: better marketing research for a better world

Author

Listed:
  • Shilpa Madan

    (Virginia Tech)

  • Gita Venkataramani Johar

    (Columbia University)

  • Jonah Berger

    (University of Pennsylvania)

  • Pierre Chandon

    (INSEAD)

  • Rajesh Chandy

    (London Business School)

  • Rebecca Hamilton

    (Georgetown University)

  • Leslie K. John

    (Harvard University)

  • Aparna A. Labroo

    (Northwestern University)

  • Peggy J. Liu

    (University of Pittsburgh)

  • John G. Lynch

    (Leeds University Business School, University of Colorado Boulder)

  • Nina Mazar

    (Boston University)

  • Nicole L. Mead

    (York University)

  • Vikas Mittal

    (Rice University)

  • Christine Moorman

    (Duke University)

  • Michael I. Norton

    (Harvard University)

  • John Roberts

    (University of New South Wales)

  • Dilip Soman

    (University of Toronto)

  • Madhu Viswanathan

    (Loyola Marymount University)

  • Katherine White

    (University of British Columbia)

Abstract

Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relevance and rigor of research in marketing that not only contributes new knowledge to science, but also makes a positive difference in the world. To that end, we urge authors and reviewers to foster cross-fertilization from different theoretical and methodological silos, bolster robustness through multiple methods, and expand the domain of research to explore different populations and cultures. In doing so, we hope to encourage further consideration of the role of marketing scholarship in providing a novel lens into potential solutions for societal concerns.

Suggested Citation

  • Shilpa Madan & Gita Venkataramani Johar & Jonah Berger & Pierre Chandon & Rajesh Chandy & Rebecca Hamilton & Leslie K. John & Aparna A. Labroo & Peggy J. Liu & John G. Lynch & Nina Mazar & Nicole L. M, 2023. "Reaching for rigor and relevance: better marketing research for a better world," Marketing Letters, Springer, vol. 34(1), pages 1-12, March.
    • Handle: RePEc:kap:mktlet:v:34:y:2023:i:1:d:10.1007_s11002-022-09648-1
    DOI: 10.1007/s11002-022-09648-1
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    References listed on IDEAS

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